Minister of Tourism Rodney Sikumba is leading a team of 20 private sector tourism exhibitors, representatives from the Ministry of Tourism and the Zambia Tourism Agency (ZTA) at this year’s ITB Berlin trade show which runs from today 5th March to 7th March 2024 in Germany.
Hon. Sikumba says Germany remains a significant tourism source market for Zambia with increasing visitor arrivals in recent years. The Minister said some of the objectives will be to highlight Zambia’s unique attractions and tourism initiatives tailored to the Germany market.
He stressed that key stakeholders will be engaged among them tour operators and travel agents to foster partnerships and business opportunities.
Hon. Sikumba further noted that the support from the Germany Government and organizations like KAZA, GIZ and boundless Africa has contributed to wildlife conservation efforts in Zambia.
ITB is the world’s largest tourism trade fair and attracts thousands of tourism industry players and key decision makers from over 180 countries.
The trade fair offers an opportunity for Zambia to engage with key decision makers and tour operators from several countries.
Zambia is aiming to consolidate its existing markets and tap into new markets by showcasing the country’s vast tourism attractions and opportunities in the tourism sector.
This year’s ITB is being held under the theme ‘Define the world of travel. Together.’